Portrait of Jon Morrison with the text, Acupuncture Marketing School Podcast Episode 72: Navigating AI for Acupuncture Marketing with Jon Morrison

This week I’m talking with AI expert Jon Morrison about how acupuncturists can use AI in their marketing.

If AI makes you nervous, or you feel like you have no idea how to use it effectively for marketing, you’re in the right place!

Jon is the AI consultant for Jane App and has helped them build out a brand-new feature in Jane called Clinic Sites. Clinic Sites uses AI to take your account info from Jane (services, branding, etc.) to build out a website for you in less than five minutes.

BUT Jon was not always so comfortable with AI. Like many of us, he’s also spent time wondering if AI is ethical to use, how to use it for good, and how to use it in a practical way that benefits his life.

He shares helpful advice about AI, how to get started, the different kinds of AI, and how to save time everyday using this technology.

In this episode we talk about:

  • What kind of ethical dilemmas are people usually worried about regarding AI?
  • Why it helps to think of AI like a brilliant, helpful assistant
  • How AI like ChatGPT is simply re-ordering and organizing ideas for fresh perspectives
  • Practical suggestions for using AI in marketing your acupuncture practice
  • Ideas for prompts to give ChatGPT to help you with content creation
  • How to simplify your marketing and reduce the time is takes to create marketing using AI
  • Who owns the content created by ChatGPT?
  • And much more

Hope you enjoy it!

🎙️ Episode #72: Ethical AI for Acupuncture Marketing with Jon Morrison

Show Notes:

💙 This episode is sponsored by ​Jane,​ the HIPAA-compliant all-in-one practice management software.

The team at Jane recognizes how hard you work to support your patients and they aim to do the same for you. 

That’s why Jane offers unlimited phone, email, and live chat support with every subscription.

I recommend booking a personalized 1-on-1 demo with a member of their team. It’s a great way to make sure Jane will be the right fit for you and your practice and to see Jane’s features in action.

And Jane even offers a free data import, an Account Setup Consultation, and online training tools to help set you up for success.

To get started, head over to jane.app/start. Their team would love to connect with you to see how Jane could help you and your practice. You can also use the code ACUSCHOOL1MO at the time of sign-up for a 1-month grace period applied to your new account.

Subscribe to the Acupuncture Marketing School podcast on Apple Podcasts or Spotify

 💖 Love the podcast? Help other acupuncturists find the podcast by leaving a review here.

Transcript:

[MICHELLE GRASEK] (00:05):

Welcome to the Acupuncture Marketing School Podcast. I’m your host, Michelle Grasek, and I’m here to help you get visible in your community, take marketing action with confidence and get more patients in your practice and more money in your pocket every week. We both know you’re a talented, passionate acupuncturist and that acupuncture has the power to change lives. So let’s dive right into this episode and talk about how you can reach more patients.

(00:33):

Welcome back. This week I’m talking with AI expert Jon Morrison about how acupuncturists can use AI in their marketing. If AI makes you nervous or you have no idea how to use it effectively, you are in the right place. Jon is an AI consultant for Jane and has helped them build out a brand-new feature called Clinic Sites, which uses AI to take your account information from Jane, such as services or branding to build out a website for you in less than five minutes. But Jon was not always so comfortable with AI, and like many of us, he spent time wondering if AI is ethical or how to use it ethically, how to use it in a practical way that benefited his life and his community. So today, he shares a lot of helpful advice about AI, how to get started using it, and how to save time every day using this technology.

(01:33):

So in this episode, we talk about what ethical dilemmas are people usually worried about regarding AI, why it helps to think of AI like a brilliant, helpful assistant or an intern, how AI like chatGPT is simply reordering and organizing ideas for fresh perspectives, practical suggestions for using AI in your marketing, including ideas for prompts that you can give to chatGPT to help with content creation, who owns the content created by chatGPT and much more. So I really hope you enjoy this episode with Jon.

[JANE.APP] (02:13):

Our episode today is sponsored by Jane, an all-in-one practice management software. The team at Jane recognizes how hard you work to support your patients, and they aim to do the same for you. That’s why Jane offers unlimited phone, email, and live chat support with every subscription. I recommend starting by booking a personalized one-on-one demo with a member of their team. This is how I got started. It’s a great way to make sure that Jane will be the right fit for you and for your practice, and to see all of Jane’s features in action. And Jane even offers a free data import, an account setup consultation and online training tools to help set you up for success. To get started, head over to Jane.app/start. Their team would love to connect with you to see how Jane could help you in your practice. You can also use the code ACUSCHOOL1MO, all one word at the time of sign up for a one-month grace period applied to your new account. I will include the link and the code in the show notes to make it easy for you.

[MICHELLE] (03:20):

All right, let’s dive into this episode with Jon. Hello, Jon. Thank you so much for being here with me today.

[JON MORRISON] (03:28):

Thanks, Michelle. It’s a pleasure to be here.

[MICHELLE] (03:30):

You are an AI expert and you are a consultant for Jane App’s new clinic sites, which is building websites for healthcare practitioners using AI. That’s correct?

[JON] (03:43):

You got it. I mean, an AI expert really, you just have to be five minutes ahead these days and be checking your email and Twitter to be an expert because everything’s changing so fast. So it’s easy to fall back to just not knowing anything. But yeah, you got to really stay ahead on all the stuff that’s coming out in the world of AI clinic sites, just being one of them.

[MICHELLE] (04:03):

There’s so much we could talk about today. Things that acupuncturists, I imagine at large are worried about are things like the ethics of AI. I mean, everyone is a little bit worried about that, fear of being left behind, but also fear of learning how to effectively use AI. And then I think certainly wondering how can we incorporate AI into a very old practice like Chinese medicine or even using it on a regular basis for something like marketing. So we can start anywhere you’d like.

[JON] (04:36):

Oh man. Well, I would resonate a hundred percent with anybody who’s afraid of AI. I grew up watching the Terminator movies. I don’t know how, if old people are listening to this, but Terminator was an R-rated movie that came out during my childhood. So it brought up a few questions like, why did my parents let me as a formative, like 10-year-old watch these movies? Because it really shaped how I, with my opening feelings about AI, because I’m just like, yeah, like by using these tools, are we bringing in Skynet and are the machines coming to walk down Main Street armed and ready to take us over just because we were using these writing tools or whatever it happened to be? So I had to do some major reflection and research to figure out what is AI all about and am I a part of the problem if I embrace these tools? Ah, so that’s where I started. And so I totally resonate with anybody who’s struggling and wondering like, is this AI thing okay?

[MICHELLE] (05:31):

Yeah, I grew up watching Swamp Thing, which is way, way back, and that was all about genetic engineering of bugs into monsters. So yeah, I always wonder like, why did my parents let me watch that?

[JON] (05:46):

Yeah, I watched Spider-Man, which was about a guy who got a spider bite and turned. He did it for good though. He used it for good

[MICHELLE] (05:53):

Yes, which is the same thing we can do with AI.

[JON] (05:56):

A hundred percent.

[MICHELLE] (05:57):

I’m curious, like what are the ethical worries that you run into from most people about ai?

[JON] (06:05):

Again, I mean, the first thing I had to figure out was what are we talking about when we’re talking about AI? I think making a distinguishing like category between what is the scary AI versus the safe AI? So, I mean, there’s more technical terms, but scary AI is what we would call AGI, which is when the robots actually take over and they become sentient. They’re thinking they’re, and they’re making decisions that are out of our control and they’re smarter than us. And this is the utopian, sorry, dystopian world of sci-fi, a utopian maybe for some, but dystopian certainly for me. I just realized that this AI is futuristic. It’s not our present today. It should be regulated, we should be afraid of it, we should be talking about it. But it’s not like most of us, it doesn’t land in our world. I mean, unless you’re working in the top floor of Google or in the EU maybe, or United Nations, that AI is not really on our spectrum. What really is the AI that we’re predominantly involved with is just taking data and organizing it in a certain way. And I realized, Michelle, that this AI is actually all around us. Long before chatGPT came out, Amazon was using AI to recommend products to us; because you bought this, we know that people like you that buy this product often buy this product. If you’re a podcast host, you probably bought this mic and we’re going to recommend these cords and this system for your setup.

(07:40):

All these things that we like to buy. If you bought Stanley Mugs, then you’re probably all about trends and here’s a few more trendy products for you. Netflix does the same. Because you watch Suits, we think you’re going to like this or whatever it is. It’s using AI. Google’s been doing it the same too. Google searches are all based on an algorithm, based on Google tracking how people interact with websites and it will elevate certain sites that people like more because it knows that if Google can provide a good experience, then people are going to stay. So all this AI is actually in the world that we have lived in for a long time and hasn’t affected us poorly and we’re doing okay still. In fact, it’s helping us. I love Amazon. It’s just, it’s Valentine’s Day when we’re recording this and I was able to get my wife something without ever having to leave the house

[MICHELLE] (08:31):

It’s pure magic.

[JON] (08:33):

It’s pure magic. I just hit something on my phone and the next day it showed up and I didn’t have to leave. Christmas was a few months ago, same story. Gone are the days where I would drive to a mall, park, walk up and down, leave because I couldn’t find anything and then try it again another day, annoyed by the crowds. Amazon has provided us with this. So actually, it has saved me a ton of time. Made my life better. This is why I’ve gone pro AI, at least the AI that is in our lives because it’s already here and it’s already making our lives so much better. And it, as we use it as business owners, practitioners, clinic owners, whatever it is, there’s so many opportunities that we can be helping ourselves, helping our clients, saving time and doing more of what we love because of this technology. So that’s why I’m not afraid of it anymore. I want to share what I’ve learned with others, especially some of the tools that are out there that can really help people do more of what they love and less of what they hate.

[MICHELLE] (09:30):

I love that you described it as a way to organize information. because We are just living in an avalanche of information. And so I think as small business owners, a lot of people feel like it’s really hard to stay organized and prioritize what’s going to move the needle. And the more help that we can get with that, the better, for sure.

[JON] (09:54):

Yeah, we have so much data out there. And if you think about what AI is doing, it’s just like, imagine all the data just piled all along the floor. And AI is just picking it up and saying, Hey, this fits together. There’s a pattern here and this fits together. And so it provides categories and then because these things are matching, we think this might be a logical follow through just, I mean, it’s just taking existing information, which is what chatGPT is doing, is it’s taking previous, writing, previous information, and then when we prompt it with something saying, take all that information, give me something new, give me something fresh. It’s not inventing anything any new Well, I mean, sort of, it comes up with some ideas, but it’s not like it’s crazy new stuff. It’s just repackaged stuff that it knows already. So it’s previous data repackaged for today.

[MICHELLE] (10:42):

Gotcha. Okay, and that, I mean, that idea feels much more neutral than the AI that becomes sentient and eventually takes over the world.

[JON] (10:51):

Exactly.

[MICHELLE] (10:51):

So I’m glad to hear that’s not, that’s not the path that we are on just because we’re using chatGPT.

[JON] (10:57):

Exactly. And that was my first thing I had to figure out. Because I’m a pragmatist at heart, probably like many people. It’s like, hey, if this works, I’m all in. But then when you pause, you’re like, I don’t want to be part of this, the problem that I’m going to have to confess to my grandkids that I was the one that started to introduce the robots that are now tormenting us.

[MICHELLE] (11:16):

My use of AI to create cat stickers eventually resulted in AI making its own decisions and taking over.

[JON] (11:24):

Seriously. And so what I do want to be able to say is to my kids dad has more time. He’s around more because I was able to get my work done quicker. So we’re in Vancouver here in the Great land of Canada. You guys have hockey, ice hockey in New York there. It’s a growing sport. I love hockey. I grew up playing and I had three daughters and they all love hockey. So my great opportunity was to be their coach. The problem is, Michelle, that to be their coach, the youth hockey starts at about 4:00 PM, which means I got to pick up the kids by around 2:30 and get them there until we’re on the ice at four. So my workday ends at 2:30, whether I like it or not, because the kids have to get the hockey and I’m responsible. So what a gift it is to have a tool that now helps me work faster, smarter, more efficiently, and get more done in less time. And that’s what AI has helped me so much in these past, this past year, is getting more done quicker so that I can do more of the things I love, spend time with the people that I love more, give more. Whatever it is that you want to do more AI helps you do less of the things you don’t want to do.

[MICHELLE] (12:33):

And so what are some of the AI tools that you recommend for small business owners for that productivity?

[JON] (12:39):

Well, there’s a lot out there. I mean, I’m sure it’s no surprise to many people that content would be the first thing that many people go after with chatGPT because it’s the easiest one. And you just go open up a chatGPT account and ask for a blog about acupuncture in your area. It’ll probably give you something really good. Because in the old days, writing a blog was a ton of work. You had to research, oh yeah. You had to do the writing, it took you a night or a weekend, and then you had to re-edit and all that. So just having a blog or turning a blog into some social media content and turning it into like a TikTok style vertical script is a great opportunity. So content, I think for the people that are listening probably is a sore spot because I mean, that’s why they call it a cursor. It’s a blinking cursor that you curse at because you don’t know what to say.

[MICHELLE] (13:28):

That must be it.

[JON] (13:31):

Those days are over. Where you can actually have, you can say something and it, and you have this thing that’s going to, this tool that’s going to help you create words. That’s the first one. That’s usually a good entry point. But what do we see happening now, Michelle? Is lots of opportunities happening within the apps that we use all the time. So there’s probably some creative people listening. And Canva is a great application That is using AI. So before you had to go outside of Canva to bring in an AI tool, but now Canva has it inside a tool that I’ve been particularly working on with the team at Clinic Sites as a part of Jane is website design, which used to be a huge problem for a lot of people. Not just the content, but the technical part as well.

(14:15):

One of the things that we’ve been doing is this internal tool that we have to, like with AI, we can now spin up a website in, what used to take maybe months or sometimes weeks now just takes literally one minute, Michelle. I saw it happen. I saw it happen today where all you got to do, if you’re a Jane user you can just give your Jane link and then you can, and it’ll grab all this information about you and then it’ll put a homepage together, about page, a service page for the services that you do, contact and it’s all done in literally a minute. This is what I mean, in the old days, I mean, I know acupuncturists are very frugal and they love to get hands on, they do it themselves. And so probably a website would be something that they were forced into. It’s not their first skillset, but better to just do it myself, roll up my sleeves and do it rather than pay someone $1000. Now the AI does it in literally a minute and that, just the preview I know is completely free.

[MICHELLE] (15:14):

Wow. That is amazing to me. So it is taking, so if you’re a Jane user, all of the information about your services and the price and a little bit of information about you, and probably your photo is already loaded into your Jane account so that patients can make an appointment. So that’s a ton of information right there. And so it is basically repurposing that into several pages of the website?

[JON] (15:39):

Yeah, it would take, I mean, hundreds of thousands of other acupuncture websites and spin it up into something that’s new and fresh for your website. Because I mean, acupuncture, there’s different philosophies obviously, and practices, but the general gist of it probably will be similar and if it’s not, you can always just try it again or change it and make little edits yourself. But it’s just taking what it knows about acupuncture based on Open AI’s chatGPT tool, and then it will auto-populate the stuff that Jane doesn’t provide. So we know you’re an acupuncturist because of Jane. But we can build out a whole page now, an SEO-friendly page with SEO settings actually built right in and it just auto-populates all that stuff. So going back to the big idea of what AI can do is it’s a tool to help you do more of what you love and less of what you hate. Website design is no longer going to be one of those stumbling points for people to run a great practice. And so the old days when you had to work so much on your website on the weekends or at nighttime or whatnot, that’s gone now.

[MICHELLE] (16:42):

Remember those days. Does it also populate photos?

[JON] (16:48):

Yes. So we have a huge archive of photos that we have and certain ones for acupuncture, certain ones for chiropractic, certain ones for physical therapy, and then obviously active people being active and stuff and you get the license right there with it when you spin up a site

[MICHELLE] (17:04):

Is it the thing where people should expect to go back and like, make edits to some of the copy so that it sounds more like themself? But I mean, it’s still like the bulk of the work, 90%, 95% of the work Is done. And then you can go through and maybe have it speak a little bit more to your target market or sound more like the way that you would speak?

[JON] (17:28):

So now we’re, I mean, anyone who’s ever written anything knows that it’s a lot easier to edit a draft than it is to start with a blank page. So what we’d be giving you would be our best effort at a draft leveraged with the power of AI to do it and then you can go in and just make a few tweaks. I’ve always said that websites really do need to be nurtured because the way you launch your practice today doesn’t necessarily mean that it’s going to be the same in five years. Imagine all of our lives in the last five years, how much it’s changed. So I’ve always said websites are like children, you birth them and then you don’t just leave them alone. You got to nurture them, and keep it going, keep it updated. And yeah, I can tell that one, that one hit home with you.

[MICHELLE] (18:14):

It made me laugh. You can’t abandon your website any more than you would abandon your children, but to be honest, that’s what a lot of acupuncturists do. It’s you graduate, you build a website, it’s got five or six pages on it, and then they literally just abandon it to like, the wilderness of the internet and they don’t update it or make any changes. And then in a decade it’s very apparent when a website is a decade old. And as I understand it, Google really prioritizes websites that are regularly updated and changed, or have added pages because then they more or less know that the website is alive. It has not been abandoned, and it’s going to be more relevant than something that hasn’t been touched in a long time. So yes, don’t abandon your websites to the wilderness

[JON] (18:59):

And don’t abandon your child. I think somebody needs to hear that today. they’re thinking all kinds of things in the rise of AI. Should we just go living in the woods, abandon everything? No, you shouldn’t. it’s going to help. I think we do need to make stuff personal too. So yeah. A part of adding to your site would mean do you have some thoughts of that, about problems that you’re clients are solving or sorry, working through and you can solve it? That, those are great blog topics. You could even ask the AI like, hey my favorite clients are these people, active people in their twenties or thirties. They’re starting to get sore or something, have some nagging injuries. We want to help them. Make a list of 20 ideas that I could write on social, post on social media or as a blog and it’ll spit out 20 ideas.

(19:45):

If you want 40 ideas, you ask for another 20, and then you take the best ones and say, write a blog about this. And that’s when you can go in now and customize whatever. Like, I might change the intro, I might change something, but now you have regular content in an instant. So again, that you’re not spending all that time thinking and researching. It’s just helping you do the thinking. With three kids of my own and work and everything going on around here, I don’t have time to think as much time as I’d like to think. And so it, the AI is just like that super intern that you have that you just say, hey, go think about this for me and come back. And you would never just trust an intern, like to just go in front of your patients or your clients.

[MICHELLE] (20:27):

Suppose that’s true.

[JON] (20:28):

You would probably vet the intern’s material or what they’re saying to make it your own, to reflect your practice. But it’s a brilliant intern and it’s someone that can really help you. And that’s a helpful analogy for me when it comes to AI, is it’s just an ally in my business to help me reach further than I could ever reach, move faster than I could ever move and get more work done.

[MICHELLE] (20:50):

I love the idea of using chatGPT to come up with a skeleton or an outline for a blog post. I’ve always really loved writing and one of my sort of fears, I guess is that if I am not doing the writing, I will lose it as a skill. I know that that is also a fear of like a fair number of people that I’ve spoken to, because not everyone enjoys writing. Like, if you don’t like it, you are not worried about losing it as a skill, most likely. I’m always thinking about the balance between how much time do I have and what is the crushing volume of content that I need to create in order to really participate in the digital world at this point versus how much do I want to write myself so that I don’t lose something that I enjoy and that’s a skill that I’ve been developing for however long I could write? Is that something that people bring to you, a concern they bring up?

[JON] (21:48):

It’s a great question. I mean, if you have seen the Disney or Pixar cartoon Wally, look at the human beings in that. And they haven’t been using any of their muscles for a long time. AI does all the work and they’re just sitting there flabby as anything and bored and —

[MICHELLE] (22:06):

I think they have soda directly into their mouth from like a, it’s almost like a camel back attached to their chair or something.

[JON] (22:13):

Yes. And if it’s not here yet, that technology is coming.

[MICHELLE] (22:15):

Yikes.

[JON] (22:17):

Mcdonald’s brought all the soda from the back into the front so you can just get as much of it without even having to ask for a refill. It’s coming. It’s just like, bring a straw to your table and then it’s like, hey, you can have a machine at your house. That’s the fear of any technology. I would just say this, maybe Michelle, if writing is your passion, then, I would say find how AI can help you write. I’m a writer, I love to write, and I had my most productive year of writing ever because AI was so helpful. Now, I didn’t just like, again, the brilliant intern, I didn’t just ask chatGPT for some prose, and then I just copied and pasted into a book. What I did was I used chatGPT to help me to think through the research something.

(22:59):

Here’s an idea. Can you think of an analogy? Oh, that was a good one. Oh, that was a bad one actually. Let’s change this one. Think of a different analogy. And now it’s thinking and coming up with different ideas, and then it’s helping me. So I’m just moving faster doing what I love, but some people, you acknowledge this, that they’re not going to want to write. And writing is the last thing that’s on their radar. But they still want to participate in conversations now with the use of AI tools, that writing, the ability to write has been democratized.

[MICHELLE] (23:27):

Interesting.

[JON] (23:28):

Probably copywriters I’m the most afraid of with their jobs and stuff, which is another thing that people are worried about is like, is AI going to take all of our jobs?

[MICHELLE] (23:36):

Oh, I have heard that.

[JON] (23:38):

It’s a legit question, but that’s the, that’s the nature of history. Technology changes and we have to adapt. And we will adapt as human beings. Some people say that, oh no, existing jobs aren’t going to go away. We’re just going to get better at them and we’re going to able to do more. That’s one take. But some jobs I think will be disrupted. In fact, I used to be hired as a copywriter for many things, and then I invented my own AI tool that replaced what I did. We had a particularly —

[MICHELLE] (24:06):

You put yourself out of a job.

[JON] (24:07):

I put myself out of business because it was going to happen anyways. Just the quick story is, I work with a framework called the StoryBrand framework. It’s a way of talking to customers, patients that’s not doctor centric or company centric, but actually focus on the other person. And so I read a book called Building a StoryBrand. I went all in. I wanted to work with —

[MICHELLE] (24:28):

It’s my favorite marketing book.

[JON] (24:30):

Oh, really? Okay, that’s great to hear. So I’ve been a guide for seven years, and I guess I just got like bored of going through the same thing with everybody. And so I thought, instead of paying me thousands of dollars for this, let’s just make an AI tool. I worked through all the prompts of what I would do, so if I was the AI, how would I want to be asked? And so then we built this tool called brandmessage.ai, and it basically does your story branding for free. Some people probably heard free and they just started paying attention for the first time, but it is out there. And so I just wanted to say that I’m smoking what I’m selling here, and that I realized the fear and the potential for disruption and tried to get ahead of it rather than hiding and ignoring it and hoping that AI just passed, like NFTs or something like that.

[MICHELLE] (25:18):

I have a question about, I guess, ownership. So if, let’s say that you asked AI to write a book for you, you are the author and you own it and you can sell it? I think a lot of small business owners are worried about this in terms of blog posts or social media posts or if they wanted to create like a lead magnet. So it’s like, do we own that content? I have no idea

[JON] (25:44):

This is, I mean is, it’s always changing and I’ll just share a few things that I’ve learned along the way. So when I use chatGPT to help me with my writing, I don’t always want it to get the last word. I want to go in and make changes. I want it to be my writing assistant, but I do want to go in and make some things personal and it just takes me a bit. I know that Amazon, if you try to sell a pure AI written book, they won’t let you have the rights to it, or they’ll at least flag it and that’s a major concern. But I mean, I would think that most authors, I would hope would customize something so that it actually is, you couldn’t be able to tell that it was all AI written. And that’s maybe the weird thing is that there’s, everyone’s worried about an AI, maybe it’s students. If you hand in something as a student and it comes flagged as all AI.

(26:33):

The truth is those tools are just guessing that it’s all AI. Because you could write the exact same words, hypothetically and so it doesn’t really know that it’s all AI. It just thinks that it’s probably AI. And when I’ve done it, gone through a plagiarism checker, because that’s another concern that people have, is this not just someone else’s word for word, words that I’m ripping off and calling my own? But if you run it through a plagiarism checker, it actually comes out a hundred percent original. When we do research, we gather sources. So maybe you grab from five sources, or if you’re really prudent, you grab from 10 sources, you do it a Ph.D., you get 150 sources. But chatGPT can get thousands and thousands of sources and then it’s coming up with this fresh way of spinning these sources. So that addresses the plagiarism question.

(27:19):

I mean, you could even try it yourself if you have Grammarly, which is another great AI tool that helps us with our grammar. My grammar died when I was very young, and I’m never recovered. But thankfully because of Grammarly, I can still write stuff that looks professional. It just says, when we see these phrases together, it’s, or these words together, this isn’t a great way to say it, here’s another way to say it. Just using AI. Here’s a better way to say something. And Grammarly has a little thing called plagiarism checker, and you could put anything that you get from chatGPT, that’s not a direct quote into the plagiarism checker, and it comes out a hundred percent original. But when you’re uploading a new book, say you write a book and you put it out there, Amazon is now going to make you check that this is not used AI to write this.

[MICHELLE] (28:03):

That’s fascinating.

[JON] (28:03):

Yeah, if you do check that, it’s going to flag it. I’ve never actually looked into what happens when it actually is pure AI. But I felt, oh, I felt totally fine saying, this is not AI written because I used chatGPT to help me with my thinking, with my research, with my outline. Kinda like you said, Michelle, it’s like a skeleton. You get it to help you with your skeleton. And then do I have to tell Amazon that because I use Grammarly to help clean it up or help me with some analogies or ideas that this is their purely not mine? I would say almost it’s all mine. I just had help much like most of the famous authors that we have read and enjoyed had help.

[MICHELLE] (28:45):

Yes, many editors.

[JON] (28:47):

Many editors and probably more ghost writers than they would care to, than the industry would care to admit. You think the Nike CEO has got time to write a big book? Shoe Dog was definitely ghostwritten.

[MICHELLE] (29:01):

So I feel like maybe a nice way for people to dip their toe into AI, especially in terms of marketing and content creation with AI, is maybe repurposing content they’ve already created that I feel like that’s a like a baby step. So if you’ve written a blog post, you could ask chatGPT to break it into smaller Instagram posts or to take quotes out that you could then put into Canva and make images from them for Instagram or something like that.

[JON] (29:32):

Yep, that’s a great way to do it, is take existing stuff and make it more, optimize it. But the other thing that you could do as well is go through your old Google Drive or on your notes app on your phone and you were probably super inspired at some conference that you were at one point, or you were sitting through a pod listening to a podcast, maybe this podcast, and you had this brilliant idea and you put it in your notes and you’ve never seen it since. Well, imagine if you had a tool now that could take those notes and turn it into prose, a beautiful prose. And so it’s just helping you basically think through or build out your all, it’s your thought. I mean, you heard it from somewhere else, but what’s new under the sun these days anyways? It’s your thought, but you’re just getting it to flesh out and be written for you. And then again, you can go on, tweak some words or more customize it. But yeah, taking notes and turning them into prose is another huge tool or advantage of using AI.

[MICHELLE] (30:28):

Is there a particular AI tool that you recommend for that

[JON] (30:33):

ChatGPT does so much work these days. I would go for the paid version. If you’re thinking about it, I know it takes a bit of investment, but if you think of what your time is worth. If you could save three hours a week, let’s be just be very conservative, take your three hour a week and then multiply that by four to a month and think of all the savings that you would make. It would be such a good investment to pay the $20 a month for the paid version of chatGPT because of all the other options that it’s giving you. Even just the app that you have on your phone. One of the things that I love is the phone app. You can take a picture of nearly anything and it will read it for you and it can explain it or it can even like say, take a look at this graph and explain what it means in layman’s terms or whatever.

(31:17):

One thing we did, and she wouldn’t mind me saying this is the, I’m on the board at my girls’ Hockey Association and our note taker was, is very slow, notoriously slow at giving us our minutes from the board meetings. And so she hand writes everything and then types it all out and then edits it all and then sends it to us. Well, this takes a long time. How am I supposed to approve the meeting minutes from the previous meeting when I didn’t even get them yet? So one time I just said, hey, can I show you a better way to do this or what I think is a better way? I just took my app and I took a picture of her handwritten notes and I told the chatGPT app, can you make these into formal meeting minutes, and sure enough spits it all out, done. Meeting wasn’t even over yet and we already had the meeting minutes. That’s why I love the paid version is what’s that worth those hours that she will now have back if she chooses to use it. I hope she’s listening to this because it would be good accountability.

[MICHELLE] (32:18):

Yes. That that does make me think that there are lots and lots of background admin tasks that basically amount to chores that I’m not afraid that I’m going to lose my ability to write something beautiful if I am allowing chatGPT to help me write meeting minutes. Because I used to be on the board of an acupuncture nonprofit called Project Buena Vista and I was the secretary. It was a wonderful nonprofit where they took volunteers to Peru. So it was just diligently like notes, notes, notes and then it was afterwards the notes were pure madness. And then it would take me, as you’re saying, it would take me like a week to massage them into something coherent. So yeah, for that I would have loved AI

[JON] (33:03):

I mean, let me just give you one more. It might be valuable, it might not. So I had to do a course and people needed CE credits for it. It was a online course. So we did it through Zoom, and Zoom has a feature where you can take at, it takes attendance for you, shows you who showed up and who didn’t. You couldn’t get the eight CE credits unless you attended all eight sessions. So me being a little bit lazy and trying to figure out a way around everything, I had my .CSV files, which are Excel sheets from Zoom saying these are, here’s the attendance and I just, I uploaded it to chatGPT and I said, make a list of all the people that were at all eight sessions, and it gave me these names.

[MICHELLE] (33:40):

Love it.

[JON] (33:41):

And then, I mean, the epilogue will be that I took the names and I said, make it into a CSV into one column, so first name and last name in the same column. And then it exported a .CSV file. I went into Canva, bulk creator, I made a little certificate and I mass uploaded basically the .CSV file and then it spat out 35 different .jpeg files of the certificates that, well, I turned into PDFs actually. It said, congratulations, you achieved eight CE credits. You passed the course or whatever it is. And they were able to give that to their creditor and say, look, I did it. In the old days I would’ve had to like look through every single attendance file, who didn’t make it, who didn’t make mistakes. It was perfect and it was done in less than an hour.

[MICHELLE] (34:26):

That is beautiful.

[JON] (34:28):

I’m glad that you find that helpful. One more thing I can tell, I can share with you, I don’t think it’s out of turn because it’s going to be coming soon. Most of our favorite apps are going to have their own AI solution, including apps that need to take soap notes or you need to include soap notes. So imagine if you can get all your notes done just by recording the session. I’m not going to share anymore, because that’s —

[MICHELLE] (34:51):

Okay I hope that’s coming in Jane.

[JON] (34:53):

I’m not going to say anything.

[MICHELLE] (34:54):

Fingers crossed

[JON] (34:55):

I’m not going to say who or where, but I just know that that’s, those are the AI solutions that are here. So if you’re anti AI, I mean, we’ve already established you can’t be for Netflix, Amazon, or Google searches. You’re going to have to build your website the old-fashioned way and soon enough you’re going to have to still do your notes yourself by hand. So AI to me is a beautiful tool, Michelle, because of the fact that it helps great people do more of the things that they love and get more done. And you can choose to do either more work or you can take more time off because you want to be a hockey coach or whatever it is that you love to do. But that’s one of the things that AI is doing and it’s a shame that we let these fears or these dystopian narratives that we inherited as a kid keep us from leveraging this tool.

[MICHELLE] (35:43):

I imagine that lots of people who are listening to this podcast who aren’t crazy about marketing, like they do it because they need to do it and they’re always, they’re looking for fresh ways of thinking about it, but they know it’s time consuming. They know how time consuming content creation is in particular. I hope this makes them feel liberated and good about just getting your time back. Use chatGPT and other tools to get time back to do the things that you’re really, really passionate about, whatever that is. So how can we find you online? I know that you’ve written a book, Get Clear AI, is that right?

[JON] (36:17):

Yeah, Get Clear on AI is the title and you can just go to getclear.ai. There’s some free chapters there as well, but yeah, that’s where you can find me. But I would say like if anyone’s listening and they just want to see if it’s worth it, just try a clinic sites account and oh, start it for free, give it a try and see if that can help you. And then open a chatGPT account and try the free version and just play around with that. Because you’re going to need to use these tools. And I don’t mean to be doom and gloom, but other people, Michelle are using them and they’re going to start to get their heads around it and move faster and they’re competitors. And they’re not as good of acupuncturists. They’re going to start to use these tools.

(36:56):

And the example that I keep thinking of is the guy that, he chopped down trees with an ax and he just, was known in the community. That’s what he did. You needed a tree down, you called Jim and he would come down and he would chop down your tree and he would charge a certain amount and then somebody showed up one day and knocked on the door and said, “Hey, I see Jim, you hired him to do the tree in your front. I’ve got a chainsaw, I can do the three in the back.” Not that I’m for chopping down trees just randomly. You probably should get a permit and stuff do properly. But if a guy came up and said Jim’s, while Jim’s in the front doing the one tree, I’m going to get three down in less time and I’m going to be able to do it faster and cheaper and all of a sudden Jim’s going to have to make a decision pretty darn quickly. Is he going to use this new technological tools? When new technology emerges, other people are going to take it. And we have to seriously think about if we’re going to join. That’s why I wanted to help people is just to get their heads around like, what is AI all about and why is Jon who seems like a nice guy, family guy, honest entrepreneur, why is he using it and how is he sleeping at night? Because I don’t think it’s going to be that scary to make our cat stickers and —

[MICHELLE] (38:07):

So far that has been my best use of AI, but I have not been playing with it nearly enough.

[JON] (38:12):

Well I hope this is an encouragement for you, Michelle, just to keep exploring.

[MICHELLE] (38:17):

It really is. Something I would ask my listeners to think about is, because you mentioned maybe someone who’s not as good of an acupuncturist, but who embraces AI or maybe embraces marketing with AI is potentially going to be more visible because of that effort and it’s going to be easier for them and they are going to be able to create more content. So that doesn’t mean that people have to dive in face first, but just dip your toe in the water and start playing around with the tools and get comfortable with them. And I think the more that you play around with them, the more that you can feel like they’re safe and not scary and you can certainly use them in a million different ethical ways and then at least when things are moving forward very quickly with technology, you can move along with them and not feel like it’s overwhelming and you’re getting left behind.

[JON] (39:08):

A hundred percent I agree. Yep, I want to give the best tools to the right, the best people for good. We want to use this for good. We’re, helping you guys help your people, so

[MICHELLE] (39:19):

Absolutely. Well, thank you so much for your time. I really appreciate it. I have one last question for you. It’s a question I ask everyone at the end of the episode. What is your definition of success?

[JON] (39:29):

I appreciate that question. I think successful to me means being faithful with what you’re called to do. I think that for me personally, I’ve tried to maybe out punch my weight class or try to do more. But I think success means being content in what you’re doing and feeling that you’re in the right spot and being, yeah, just being faithful with your gifts and your talents and your abilities and serving people that way.

[MICHELLE] (39:55):

I love that. Thank you. Thank you so much for being here. And your website, one more time for us, and your book

[JON] (40:01):

Get Clear AI, we talked about a lot of tools, but that’s going to be the place where you can, it’s a hub for where my head’s at when it comes to AI and then the Clinic Sites website is just clinicsites.co and you can spin up a free AI built website in less than a minute.

[MICHELLE] (40:17):

Amazing. Thank you so much.

[JON] (40:19):

Thanks Michelle. It’s a pleasure to be here.

[MICHELLE] (40:22):

One last soundbite before you go. After signing off from the episode, Jon and I talked for a few more minutes with the mic’s recording and he gave me some outstanding AI content creation advice that I just have to share with you. It’s really too good not to share. So I hope you try at least some parts of these instructions, if not all of the steps. All right, here it is for you,

(40:47):

Just a freebie. Then what I might do if I was you maybe is describe your clinic to chatGPT and then say, give me a year’s worth of content ideas starting in January and ending at Christmas and then hitting on some of the major holidays. And then it’ll give you all these ideas and then you just take one idea at a time and say, turn this into a blog post. Okay, it gives you a blog post. Now make it shorter for a newsletter. Now it gives, it turns that same topic, it’s a blog, now it’s a newsletter. And then take that, the four points of the blog and say, take each of the points and turn it into a social media post. So now it’s going to give you social media like text, you could always go to, grab an image and put it in or put it in Canva and there’s your post.

(41:29):

But then I would, even if you’re really aggressive, take the topic and say, turn this into a 6o second TikTok style talking head video and then it’ll give you the script. And then there’s a, I’ll just go one more, there’s a tool, a recording tool. I think it’s, shoot, I have so many on my, I would grab it or I have to turn off the camera. But anyways, it you record it, I think it’s called like Capcha or something. Caption. It’s called Caption. That’s what it’s, you basically read your script and with the phone right there and then it’ll correct your eyes so that you’re always looking at the camera

[MICHELLE] (42:03):

Crazy.

[JON] (42:04):

So chatGPT has given you the script and you sign off on it, so it’s still your stuff, you would say this. So you’re going to say it but then it’s going to correct your eyes so that you’re looking at the camera and you’re smiling and then it’s, you got a clip

[MICHELLE] (42:18):

That is wild.

(42:19):

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